Dynamic media asset delivery

1. A method implemented by a server system, the method comprising: receiving a request, from a client device, for a media asset; determining a transmission rate of a communication network to deliver the media asset to the client device; monitoring whether the media asset is initiated for playback at the client device; and communicating the media asset to the client device in a highest quality display format as can be delivered according to the transmission rate of the communication network and whether the media asset is initiated for playback at the client device, the highest quality display format as can be delivered increasing in quality as a time period increases between when the request is received and when the media asset is initiated for playback at the client device.

2. A method as recited in claim 1 , wherein the request is received as a subscription for a program series that includes the media asset, and wherein the media asset is initiated for delivery when the media asset becomes available as part of the program series.

3. A method as recited in claim 1 , further comprising: receiving an indication that the media asset is initiated for playback at the client device; and communicating the media asset to the client device in a lower quality display format to facilitate delivering the media asset for uninterrupted playback at the client device.

4. A method as recited in claim 3 , further comprising determining a quantity of the media asset that has been delivered to the client device when said receiving the indication for playback and, based on the quantity delivered, initiating said communicating the media asset to the client device in the lower quality display format.

5. A method as recited in claim 3 , further comprising: determining, after all of the media asset has been delivered and is available for viewing at the client device, that one or more segments of the media asset have been delivered to the client device in the lower quality display format; and communicating the one or more segments of the media asset to the client device in the highest quality display format to replace the one or more segments of the media asset that have been delivered to the client device in the lower quality display format.

6. A method as recited in claim 3 , further comprising: receiving an indication that the playback of the media asset at the client device has stopped; and initiating said communicating the media asset to the client device in the highest quality display format while the playback of the media asset is stopped at the client device.

7. A method as recited in claim 1 , further comprising receiving an indication that the media asset is initiated for playback at the client device; determining a quantity of the media asset that has been delivered to the client device when said receiving the indication for playback; and continuing to communicate the media asset to the client device in the highest quality display format for uninterrupted playback at the client device.

8. A server system, comprising: at least a memory and a processor configured to implement an asset distribution service to manage delivery of media assets to client devices, the asset distribution service configured to: receive a request, from a client device, for a media asset; determine a transmission rate of a communication network to deliver the media asset to the client device; receive a playback status from the client device that indicates whether the media asset has been initiated for playback at the client device; and initiate communication of the media asset to the client device in a highest quality display format as can be delivered according to the transmission rate of the communication network and whether the media asset is initiated for playback at the client device, the highest quality display format as can be delivered increasing in quality as a time period increases between when the request is received and when the media asset is initiated for playback at the client device.

9. A server system as recited in claim 8 , wherein the asset distribution service is further configured to manage a subscription for a program series that includes the media asset, and wherein the media asset is initiated for delivery when the media asset becomes available as part of the program series.

10. A server system as recited in claim 8 , wherein the asset distribution service is further configured to: receive an indication that the media asset is initiated for playback at the client device; and initiate communication of the media asset to the client device in a lower quality display format to facilitate the media asset being delivered for uninterrupted playback at the client device.

11. A server system as recited in claim 10 , wherein the asset distribution service is further configured to determine a quantity of the media asset that has been delivered to the client device when the indication for playback is received and, based on the quantity delivered, said initiate communication of the media asset to the client device in the lower quality display format.

12. A server system as recited in claim 10 , wherein the asset distribution service is further configured to: determine, after all of the media asset has been delivered and is available for viewing at the client device, that one or more segments of the media asset have been delivered to the client device in the lower quality display format; and initiate communication of the one or more segments of the media asset to the client device in the highest quality display format to replace the one or more segments of the media asset that have been delivered to the client device in the lower quality display format.

13. A server system as recited in claim 10 , wherein the asset distribution service is further configured to: receive an indication that the playback of the media asset at the client device has stopped; and initiate communication of the media asset to the client device in the highest quality display format while the playback of the media asset is stopped at the client device.

14. A server system as recited in claim 8 , wherein the asset distribution service is further configured to: receive an indication that the media asset is initiated for playback at the client device; determine a quantity of the media asset that has been delivered to the client device when the indication for playback is received; and wherein communication of the media asset to the client device is continued in the highest quality display format for uninterrupted playback at the client device.

15. Computer-readable storage media having stored thereon computer-executable instructions that, if executed by a computer device, initiate the computer device to: determine a transmission rate of a communication network to deliver a media asset to a client device; receive a playback status from the client device that indicates whether the media asset has been initiated for playback at the client device; and communicate the media asset to the client device in a highest quality display format as can be delivered according to the transmission rate of the communication network and whether the media asset has been initiated for playback at the client device, the highest quality display format as can be delivered increasing in quality as a time period to initiate the media asset for playback at the client device increases.

16. Computer-readable storage media as recited in claim 15 , wherein the computer-executable instructions, if executed, further initiate the computer device to: receive an indication that the media asset is initiated for playback at the client device; and communicate the media asset to the client device in a lower quality display format to facilitate the media asset being delivered for uninterrupted playback at the client device.

17. Computer-readable storage media as recited in claim 16 , wherein the computer-executable instructions, if executed, further initiate the computer device to determine a quantity of the media asset that has been delivered to the client device when the indication for playback is received and, based on the quantity delivered, said communicate the media asset to the client device in the lower quality display format.

18. Computer-readable storage media as recited in claim 16 , wherein the computer-executable instructions, if executed, further initiate the computer device to: determine, after all of the media asset has been delivered and is available for viewing at the client device, that one or more segments of the media asset have been delivered to the client device in the lower quality display format; and communicate the one or more segments of the media asset to the client device in the highest quality display format to replace the one or more segments of the media asset that have been delivered to the client device in the lower quality display format.

19. Computer-readable storage media as recited in claim 16 , wherein the computer-executable instructions, if executed, further initiate the computer device to: receive an indication that the playback of the media asset at the client device has stopped; and communicate the media asset to the client device in the highest quality display format while the playback of the media asset is stopped at the client device.

20. Computer-readable storage media as recited in claim 15 , wherein the computer-executable instructions, if executed, further initiate the computer device to: receive an indication that the media asset is initiated for playback at the client device; determine a quantity of the media asset that has been delivered to the client device when the indication for playback is received; and wherein communication of the media asset to the client device is continued in the highest quality display format for uninterrupted playback at the client device.